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Homework time

Once you’ve gathered all of the preliminary information you’ve sought, spend some time very carefully reviewing it. What are your client’s concerns?

What does the company want to play up? What is it truly selling? And how does the company want to present itself in the market? Logos that are pretty may win awards, but they don’t always win marketshare.

The next step of the information-gathering stage involves conducting your own field research. Learn as much as you can about the company, its history, its current brand identity and the effect it has had on market perception. And don’t forget to review any brand identities it has used in the past. These additional insights are critical. You also need to focus on how your client’s competitors have branded themselves, picking up on any weaknesses you perceive and using them to your advantage in your design. After all, if your client is to win, there needs to be a loser.

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